Video Production: Expectation Vs Reality

Shaun Boden
April 14, 2022

Video Production: Expectation Vs Reality

Video production is forever changing. Long gone are the days where you’d need a fleet of vans and trailers full of equipment just to shoot a 30 second commercial. Nowadays, you can often achieve a similar level of quality with just one camera and a few accessories. 

There are a lot of misconceptions when it comes to video production.

The number of crew members, the mountains of equipment, the cost of production - it’s all changed.

This is both good news and bad news for business owners and brands.

On the one hand, video production is much more accessible and affordable. On the other hand, there’s a whole lot more competition in the digital space and good reliable creators can be hard to find.

That’s not the only difference either, there’s plenty of realities within video production that you probably wouldn’t expect, which we’ll get into within this article.

Welcome to the real world of video production!

EXPECTATION: Our video project can be made within a day
REALITY: Good videos take time and that’s okay

Okay so let’s get this reality out of the way first.

Turnaround time will vary completely depending upon your particular project.

There is no definitive timeframe for your video project, not without considerable planning beforehand anyway. Be cautious of any company or individual that uses a one day turnaround as their USP. It’s often all smoke and mirrors and you’ll either end up with a poor video or false promises. 

You should never rush your video just for the sake of a quick turnaround.

Rome wasn’t built in a day and good videos take time. Big budget television and cinema productions have been in the works for months, if not years before they’ve been released. We’re not saying that you have to spend that amount of time on your video project but you get the idea.

EXPECTATION: Once my video is out there, my work is done
REALITY: It really isn’t

This is probably one of the biggest misconceptions about video that we encounter.

Businesses often assume that because they’ve sunk their time, energy and money into a video project that their work is done once it’s complete. We understand the thought process but unfortunately that’s just not the case.

If you just post your video across your social media platforms and then leave it to do it’s thing, you’re going to struggle to reap any rewards from your content.

You should have a plan with your video, a marketing strategy in place to help you achieve what you set out to in the initial stages of your project.

Now, this doesn’t necessarily mean just spending more money. There are plenty of ways you can do this without throwing money at your video. For instance, posting at peak times for your audience, using relevant hashtags in your post, asking your connections to share it - there’s a whole lot that can be done.

Obviously, it goes without saying that having a budget for advertising does go a long way here. Paid ads can be an amazing way to force your content in front of the right people.

Which brings us onto our next point...

EXPECTATION: If I throw money at my video it will be a hit
REALITY: Sometimes projects just don’t work out

This is another big misconception.

In some cases no matter how much money you throw at something, it just doesn’t work out.

The same goes for video production.

Having a budget and money to put into your videos and marketing strategies will undoubtedly help, let’s make that perfectly clear. It’s just that throwing money at your project will never mean it’s a guaranteed success every time.

If your video is bad, doesn’t suit your audience or is it just way off base, no amount of money will be able to save it. 

The same also goes for the creation process. Just because you’ve paid a fortune to an individual or company doesn’t guarantee that the video will be good.

The key here is to manage your expectations and budget accordingly. Set a budget at the beginning of your project with clearly defined goals that you want to achieve - and then stick to it!

EXPECTATION: We can get our video made real cheap
REALITY: You probably can but also probably shouldn’t

This is another unfortunate reality of video production.

Yes, your friends cousins brother shoots video in his spare time and can knock you one up for £50 but first, question why. If it sounds too good to be true, it probably is. Anybody who is charging £50 for a video is overcharging you by £50, believe us.

We’ve come across these kinds of situations a few times over the years and we can honestly say that it rarely, if ever, works out.

A video isn’t a one off purchase, it’s an investment into your business.

The old adage of ‘you get what you pay for’ couldn’t be more true.

Again, this is just about managing your expectations. Yes, video production can get expensive and yes, it can seem a bit much for smaller companies but that’s no reason to be discouraged.

Video is an amazing tool and when it’s done right, it can work wonders for your business.

EXPECTATION: Posting my video everywhere will work wonders
REALITY: All videos don’t work on all platforms

We’ve seen this a million times and even did it ourselves in the early stages.

It doesn’t really work. It has to be said.

The problem with posting your video on every platform is that your video almost definitely isn’t made for every platform. That’s not us being condescending, it’s just kind of impossible to make one video fit every platform. Not without some major adjustments anyway.

Every social media platform behaves differently and so your video content should adjust accordingly. A TikTok video should be short and to the point, often incorporating either some educational or entertaining aspects. A LinkedIn video on the other hand should ideally be aimed at business professionals and favour the storytelling, longer-form style of content.

Just from those two very basic examples, you can clearly see how one video wouldn’t work for both platforms. Then when you throw in video sizing, you’ve got a whole other problem. 

We understand that you may not be able to afford, or even want, multiple videos for different platforms and we aren’t saying that you should. All we’re saying is keep your content native to each platform, don’t just blindly post the same content across all your socials. What incentive would anybody have to go and follow your other profiles when you just post the exact same content, in the exact same way?

Final Thoughts

In this article we’ve covered some of the common realities of the video production industry. As we said at the beginning, video production is forever changing. In five to ten years time, this article will probably need an entirely new list full of different expectations and different realities. That’s just the nature of the industry.

Nevertheless, we hope this gives you some idea of what you can really expect when it comes to your video projects. Don’t be discouraged by budget, timeframes or the size of your business, just get a plan together and give it a go!